Is TikTok Revolutionizing Fashion?

As traditional CVs face scrutiny, TikTok pitches are emerging as a new way to connect with brands, as demonstrated by designer Alexei Hamblin's innovative approach. By showcasing how he would revive "dead" sports brands, Hamblin not only gained attention but also secured a consultancy role with Frasers Group, the owner of Sports Direct, highlighting a shift in the recruitment landscape.

Last updated: 11 October 2023 (BST)

What’s happening now

In an era where social media platforms are increasingly influential, Alexei Hamblin's journey exemplifies a significant trend in the fashion industry. The 23-year-old designer began a TikTok series in 2025, focusing on revamping sports brands he deemed "dead." His approach not only resonated with thousands of viewers but also caught the attention of Frasers Group, leading to a consultancy role focused on rejuvenating the Slazenger brand. This development signals a shift in how young creatives can leverage social media to break into traditional industries.

Key takeaways

• Alexei Hamblin utilised TikTok to showcase his design ideas, leading to a consultancy role with Frasers Group.
• He aims to reinvent Slazenger while maintaining the brand's accessibility for everyday consumers.
• Content creators are changing the fashion landscape, making it more democratic and faster-paced.

Timeline: how we got here

Hamblin's journey began in 2021 when he launched his own brand. In 2025, he started posting on TikTok, catching the attention of Frasers Group shortly thereafter. Notable milestones include:

• 1881: Slazenger founded by Ralph and Albert Slazenger.
• 1902: Slazenger becomes the official ball supplier for Wimbledon.
• 2021: Hamblin launches his own fashion brand.
• 2025: Hamblin begins his TikTok series, generating significant views.
• 2025: Frasers Group invites Hamblin for a consultancy role.

What’s new vs what’s known

New today/this week

Hamblin's transition from a TikTok creator to a consultant for a legacy brand like Slazenger demonstrates a novel approach to brand revival, showcasing how social media can serve as a platform for professional opportunities.

What was already established

Slazenger, with a rich history in sports, has been perceived as a "dead" brand in recent years. The challenge has been to modernise its image while retaining its accessibility to a broad audience.

Impact for the UK

Consumers and households

The collaboration may lead to a refreshed Slazenger line that appeals to modern consumers, blending heritage with contemporary design. This dual approach could enhance brand loyalty among younger generations while still catering to traditional customers.

Businesses and jobs

For companies like Frasers Group, engaging with younger creators can lead to innovative strategies that resonate with a digitally-savvy audience. This could influence hiring practices, encouraging brands to look beyond conventional qualifications.

Policy and regulation

The rise of social media influencers in the fashion industry raises questions about authenticity and consumer trust. As brands collaborate with creators, they must navigate the balance between modern marketing strategies and maintaining credibility.

Numbers that matter

• 1881: Year Slazenger was founded.
• 1902: Year Slazenger became the official Wimbledon ball supplier.
• Hundreds of thousands: Views generated by Hamblin's TikTok series.
• Spring 2025: Expected launch date for the new Slazenger sub-line.
• 23: Age of Alexei Hamblin, illustrating the influence of Gen Z in fashion.

Definitions and jargon buster

• Gen Z: The demographic cohort born from the mid-to-late 1990s through the early 2010s.
• Fast fashion: A business model that replicates current fashion trends and mass-produces them at low prices.
• Consultant: A professional who provides expert advice in a particular area.

How to think about the next steps

Near term (0–4 weeks)

Expect to see more content from Hamblin on TikTok as he shares the development of the new Slazenger line, providing insights into the design process and audience engagement.

Medium term (1–6 months)

Monitor how the new Slazenger line performs in the market upon its launch in Spring 2025. The success of this collaboration could set a precedent for other brands looking to engage with young creatives.

Signals to watch

• Engagement metrics on Hamblin's TikTok posts regarding the Slazenger line.
• Sales performance of the new product line post-launch.
• Consumer feedback and reviews on the redesigned items.

Practical guidance

Do

• Engage with content creators to gain fresh perspectives on brand strategy.
• Stay informed about trends through social media platforms.
• Consider how heritage brands can modernise without losing their core identity.

Don’t

• Dismiss the influence of social media in shaping consumer preferences.
• Neglect the importance of authenticity in brand revamps.
• Avoid engaging with your audience through feedback and conversations.

Checklist

• Research current trends in the fashion industry.
• Identify potential influencers aligned with your brand values.
• Assess how your brand can modernise its image while remaining accessible.
• Plan a strategy for engaging with consumers on social media.
• Evaluate the impact of your brand’s heritage in marketing efforts.

Risks, caveats, and uncertainties

While Hamblin's approach represents an exciting shift, there are inherent risks in brand revamps. The success of a new line often hinges on market reception and the authenticity of the changes made. Additionally, there's the challenge of balancing modernisation with brand heritage, which can be complex and may not always resonate with consumers.

Bottom line

The emergence of TikTok as a platform for professional pitches signifies a transformative moment in the recruitment and branding landscape. As seen through Alexei Hamblin's journey, social media can serve as a powerful tool for aspiring designers, allowing them to connect with established brands in innovative ways. Brands like Slazenger have the opportunity to reinvent themselves while remaining true to their roots, potentially leading to a more accessible and modern consumer experience.

FAQs

Are CVs still relevant in today's job market?

While traditional CVs remain important, platforms like TikTok are emerging as alternative ways to showcase skills and creativity, especially for younger generations.

What is fast fashion, and why is it a concern?

Fast fashion refers to inexpensive clothing produced rapidly to meet trends. It raises concerns over environmental impact and unsustainable consumer behaviour.

How can brands balance heritage and modernisation?

Brands can balance heritage and modernisation by integrating contemporary design elements while retaining core values and accessibility for consumers.